What's new in the fourth edition of The New Rules of Marketing and PR (2:19): "What's changed are the approaches that we can take.... I originally did the first edition way back in 2005 and 2006...(it released on 2007). The first edition didn't even include Twitter, because it didn't exist as I was writing the book...so it illustrates how far we've come. This edition...has a brand new chapter on newsjacking...and a new chapter on using images to market, so that covers things like infographics...Pinterest, Instagram, and some others.... [E]very edition of The New Rules of Marketing and PR has updated stories of success."

There are as many ways to market as there are marketers, but you need great content (12:05): "There's lots and lots of different ways to get the word out there.... What it all comes down to—and Ann Handley is the queen of this—it all comes down to great content. So, if you have really interesting and valuable information and you get it out into the marketplace in a way that it's easy for (people) to find and consume, and easy for them to share, that will serve to brand your organization as one that's worthy of doing business with."

All marketers can use "newsjacking" to amplify their brand message (23:55): "Anybody can use it. 'Newsjacking' is simply...finding out what's going on in the news at any given moment, and then when you have a legitimate tie to a story...create a piece of content designed for being found by people who are looking for information about that news, or by reporters and editors who are looking to find second-paragraph content for stories that they're working on. It can be used by any kind of organization to get their ideas into the marketplace."

David and I talked about much more—including his ambition to visit every country in the world (no matter how bad the pizza is there), and how a single blog post brought one B2B software company $1,000,000 worth of new business—so I encourage you to listen to the entire show, which you can do above, or download the mp3 and listen at your convenience. Of course, you can also subscribe to the Marketing Smarts podcast in iTunes or via RSS and never miss an episode!

Marketing Smarts is brought to you by the MarketingProfs B2B Forum, taking place October 9-11 in Boston, Massachusetts. The 7th Annual B2B Marketing Forum is the premier event for B2B marketers worldwide. This two-day event is packed with 42 sessions, 4 keynotes, tons of networking opportunities, a lot of fun, and more B2B business smarts than you'll find anywhere else this year. Marketing's full of choices. Choose B2B.

This episode features:

David Meerman Scott, marketing strategist and best-selling author of eight books, including his latest, the fourth edition of The New Rules of Marketing and PR.

Kerry O'Shea Gorgone is director of product strategy, training, at MarketingProfs. She's also a speaker, writer, attorney, and educator. She hosts and produces the weekly Marketing Smarts podcast. To contact Kerry about being a guest on Marketing Smarts, send her an email. You can also find her on Twitter (@KerryGorgone) and her personal blog.

Comments

Hi David and Kerry, I really enjoyed your podcast. I liked the mention of the camel-market. Imagine doing social media for them in real-time! I found your comoment interesting on trying to market your own books the way you wrote about how they should be marketed in the book. I hope to read many of your books soon! Thanks again, great podcast!

As many companies discovered in the wake of Sandy Beach and other disturbing happenings and disasters, businesses had better be on top their game, aware of ramifications and use extreme tact when new jacking. Alternatively, I'd consider these 21 new rules of content marketing to spur real #Findability and avoid gimmicks. http://goo.gl/dTMrh

Thanks, everyone, for your comments! Tamar, I loved the camel market story, too. All I could think was "I wonder if they accept mobile payments using Square?" Randy, you make a good point. The key to effective newsjacking is choosing news that relates to your industry in some way (even tangentially), so it's not contrived or a tactic that takes advantage of others' misfortune, but rather a way to get content relevant to the situation (and also to your audience) to come up in search.